Independent sales agents provide a way for manufacturers to extend their reach into underserved markets. Whether a supplier augments its own sales reps with agents or works strictly with independents, dealers, from small Mom and Pop operations to designer showrooms, are provided with additional products otherwise not available to them.

For flooring manufacturers, it’s all about getting product into dealers’ hands in the most efficient way. Agents are cost effective, according to Paul Lieske, executive vice president and general manager of J. Mish, a manufacturer of high end residential carpet based in Cartersville, Ga. “Sampling is the same cost for either mills reps or agents but, with an agent, you pay a commission, not all the costs of an employee,” Lieske said. When it comes to loyalty and control, some manufacturers prefer their own sales reps. Lieske added, “When an agent has a long list of SKUs for a variety of businesses, you need to ask, ‘Do they understand your product?’.”

Langhorne Carpet Company, which manufactures high end, Wilton broadloom in Penndel, Pa., is satisfied with its agent network.

Bill Morrow, company president, said “Langhorne has a checklist for agents. We look for people that want to build long term relationships with us, who understand the business and the clientele.”

Independent agents can offer more than product, according to Larry Lane, founder and owner of Lane Sales. “An independent agency is able to orchestrate a group of manufacturers and represent a variety of products. We have a more consultative role,” Lane noted. “We can sell what is best for the project.”

Lane Sales is based in Holbrook, N.Y., with a sales office in Manhattan. The company has 10 sales people plus office staff to cover Delaware, New York, New Jersey, Connecticut, Pennsylvania, Rhode Island, Massachusetts, Vermont, New Hampshire and Maine. Focused on commercial, hospitality and residential floor covering products, Lane represents carpet from several mills as well as a hardwood line.

Lane added, “We are more of a sales and marketing group. We are using social media to drive consumers to websites of the mills we represent and will help a dealer set up a showroom.”

Each agent is free to craft a unique business. After working for LD Brinkman for more than 20 years, Bruce Johnson has been an independent agent based in Dallas, Texas for 12 years. Johnson, who reps a line of luxury vinyl plank from South Korea, Floor Muffler underlayment and a line of hardwood works directly with distributors in Texas, Colorado and Tennessee. Johnson explained, “I spend most of my time working with distributor sales people or retailer sales. Once you place a product, you go out to train the dealers on how to sell it. I have three lines of high quality flooring and I agree not to rep competing lines. I enjoy the freedom of running my own business and the chance to sell other products, not just one line.”

While manufacturers look for hard working, experienced agents, independents have their own criteria for lines. Lane noted, “Since we have an extensive organization and get behind the mill partners we represent in a significant way, we can't take on a line just to try it out. By the time we commit to a mill, we have done enough homework to know we will be successful with that mill and we tend to have our mill partners indefinitely,” he said.

“We look for lines that have both residential and commercial offerings. Marketing is key. So, we look to see what merchandising aids they have — sampling, displays, website, etc. We work with a letter of agreement spelling out the basics of the representation arrangement including the territory,” Lane added.